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High-Tech High-Touch Selling with Phil Gerbyshak · The SmallBizChat with Melinda Emerson

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  We have to use the high-tech to be high touch.
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  A lot of people use the high-tech to spray and pray to just reach out and just yacht on
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  people.
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  And I'll tell you that has never been successful.
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  It's certainly not now with modern selling, with high touch selling, Our goal is to touch
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  fewer people, but in a more deep, meaningful way.
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  3, 2, 4,
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  0 ignition, liftoff.
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  Ending small business failure.
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  Welcome to the small biz chat podcast with the number one small business expert, Melinda
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  Emerson.
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  Melinda's goal is to end small business failure.
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  And she'll give you the information you need to lady herself, Melinda Emerson.
• 0:56
  Hey there.
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  Have you been sitting at your desk?
• 0:59
  Daydreaming about starting your dream business, but don't know what to start.
• 1:03
  Well, honey, I've got just what you need.
• 1:06
  My become your own boss online course is coming back this June.
• 1:11
  Starting June 20th, I'm gonna be teaching live my 10 week online course, how to become your
• 1:17
  own boss.
• 1:17
  If you are ready to start your dream business, you need this course.
• 1:21
  I'm gonna give you everything you need.
• 1:23
  To start and run and stay in business.
• 1:27
  Alright.
• 1:27
  Register today.
• 1:31
  Hi, everybody.
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  I'm Melinda Emerson's Small Bizzley.
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  America's number one small business expert, and I'm excited to welcome you to another episode
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  of the small biz chat podcast.
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  And I have a friend here who is an expert in social selling.
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  And he's gonna talk to us about the right tools we need to use so that we can build better
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  trust relationships with our target customers.
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  Now all of the advice you're gonna hear today is about how to build long term business
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  success because anybody can sell something once.
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  It is about being able to sell it over and over again to a customer that loves you.
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  So when we think about the small business chat podcast, We are basically a peer to peer
• 2:18
  mentoring program.
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  We're here to give you advice that you'd have to pay a lot of money for but you don't because
• 2:23
  we provided every week here on the podcast.
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  And you're gonna hear just some amazing sage advice.
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  Now you can hear the small biz chat podcast on my Facebook page of the small biz lady Facebook
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  page.
• 2:35
  You can also catch us on our YouTube channel.
• 2:38
  And by all means, if you're listening to us on your favorite podcast channel, please give us a
• 2:43
  review and share it because we wanna make that more people have access to these great experts.
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  Alright.
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  Now it's time for me to introduce my guest He is gonna talk to us about high-tech, high touch
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  selling.
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  And his name is Phil Garberchek.
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  Phil is a sales expert, keynote speaker, and author With over 20 years of experience in
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  sales and marketing roles throughout his career, Bill has worked with and for various
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  companies, including PNB Barnabas, Bamboo HR, Morgan Stanley, UBS, strong investments, and
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  many others fill his game a deep understanding sales strategies and techniques working in
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  sales as a sales enablement consultant.
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  As a sales coach, he helps people drive adoption and top line revenue He emphasizes the
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  importance of high touch selling.
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  And if you want more information about the importance of technology and martinsale, modern
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  sales head over to Phil Gerberjek.com.
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  Feel, welcome to the small business chat podcast.
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  Thank you, Milan.
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  It's great to be with you again.
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  Oh, it's good to have you back, my friend.
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  So tell us, how did you get into sales, Phil?
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  Well, you know, I started out talking to people on the phone to help them move their internet
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  history.
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  And we would tease them and we tell them, well, you just have to type a bunch more URLs, right,
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  a bunch more addresses.
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  Well, that wasn't true, but I really liked talking to people.
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  So I moved from there.
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  It actually selling high speed internet.
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  Well, high speed internet wasn't always very high speed.
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  We went from 56 k to know, 384, Kana wasn't very high speed, so I got I got used to talking
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  to people on the phone and such began my sales career.
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  Alright.
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  So you are a specialist in sales enablement, and this has become one of these $50 words.
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  I'm not sure everybody understands.
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  What is that?
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  And what are some of your favorite sales tools?
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  Yeah.
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  Well, so that there is a
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  lot of discussion around what the heck a sales enablement, but one of the best definitions
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  that I found is sales and ambulance, the activities, systems, processes, and
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  information.
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  That's some port and promote knowledge based sales interactions with clients and prospects.
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  So what that does all that gobbledygook mean, it basically means If it can help you talk with
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  your prospects and your clients better, it's sales enablement.
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  Right?
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  You wanna communicate.
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  That's the whole key.
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  And a lot of people sadly, they don't know how to do that.
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  So how do we do that?
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  Right?
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  What what are some tools that help us?
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  First, You gotta have a CRM.
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  Salesforce, of course, is the behemoth.
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  Right?
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  They're great, but I would also say nimble and relatable are too much more approachable, less
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  enterprise version ones, bare ones for small businesses.
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  With that, you need a writing tool.
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  You have to be able to communicate with weren't better.
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  So Lavender is a great tool to make your emails more personal.
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  And then Chad GPT, if folks aren't using a little bit of AI yet.
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  Well, That's a problem.
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  Use that.
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  Now don't take it as gospel.
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  Right?
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  You still gotta make it your own.
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  You gotta fact check, but absolutely use that for ideation.
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  Two more things I'm gonna share with you.
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  1 is on prospecting.
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  Sales Navigator for LinkedIn is the best prospecting tool out there because it allows us
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  to categorize our folks.
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  And the last thing, zoom and restream for video.
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  Zoom is great.
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  It allows us to have private video, but restream.
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  We wanna interview people.
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  We have conversations or Maybe we are not smart enough to use zoom because for some, it's
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  something a little too complicated.
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  Restream makes it super easy either to go live socially or to privately record a conversation.
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  Love it.
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  Love it.
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  These are some great, great tools you've talked about, and I'm a big fan of Nimble also.
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  So tell me, what do you think?
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  I mean, because basically, you're talking about social selling.
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  That that is what you're talking about.
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  So What do you feel like the core elements are of social selling?
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  I know you talked about the tools, but what do you need to be doing to be effective with it?
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  Sure.
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  Well, so so with that, right?
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  Social selling, modern selling, I think.
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  Right?
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  We're all sales is social now.
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  Everybody you know, we're not driving thousands of miles anymore in our pickup truck to go sell
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  things.
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  Right?
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  We're selling to people either over the phone or we're doing it over Zoom or something like
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  that.
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  So with that, first, we need to be really comfortable with who we are.
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  Right?
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  We have to be more you.
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  Really important, right?
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  Who are we?
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  Are we trustworthy?
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  And we have to be an expert, right, in your prospect's problems, your prospect's industry,
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  in your prospect's job.
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  Expert enough that you can actually have a conversation with them.
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  They wanna talk to you.
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  And then you have to think about connecting then solve.
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  So we have to connect and then solve.
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  So with that, right, we have to make sure that we understand what their problem is and that
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  it's important enough to solve right now.
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  Because it's not just a priority.
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  It's gotta be the priority, and that's super important.
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  I couldn't agree with you more.
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  Now I know you talk about high touch selling in a high-tech world.
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  Isn't that a little bit contradictory?
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  I mean, don't you have to kinda be doing one or the other?
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  Well, it it it's naturally a little contradictory, but it's really not.
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  And by that, I mean, we have to use the high-tech to be high touch.
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  A lot of people use the high-tech to spray and pray to just reach out and just yank on people.
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  And I'll tell you, That has never been successful.
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  It's certainly not now.
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  I mean, if we think about it in person, we'll know that person that runs around the
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  networking space, make sure everybody gets a business card because they're planned poker
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  with their business cards, and they make 0 connections.
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  And the other person who goes and they make 2 or 3 people.
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  And they're like, holy crap.
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  That was the best meeting I've ever been to.
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  Well, which one do you wanna be in with modern selling with high touch selling.
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  Our goal is to touch fewer people,
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  but in a more deep, meaningful way.
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  Absolutely.
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  So To that end, you're saying don't send out a 100 messages, you know, in week to the day or
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  post the town social media or sit down and do so every day.
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  Is that what you're saying?
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  Yeah.
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  I'm saying don't do that.
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  Right?
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  What I'm saying instead is you need to talk to people who actually can do business with Your
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  goal needs to be complete at least 5 revenue producing activities a day.
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  That does not mean posting the social media.
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  Does not mean passively just sending out your email newsletter.
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  I'm not telling you those things aren't important.
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  You gotta market.
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  Right?
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  You've gotta market your business.
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  Shannon said that earlier today, I couldn't agree more.
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  Right?
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  You have to market your business.
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  But that being said, if you wanna sell You gotta have sales conversations.
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  You gotta treat your prospects like they're already your customers, and you gotta serve the
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  crap out of them and try to help them as best you can so that they're like, wow.
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  If you would do this in a first call, I can't imagine what you do in a next call.
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  Or if you're selling a product or service, If your sample is so good, right?
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  If it's so good, I can't imagine what a whole meal would be or a full engagement with you.
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  That's the goal here.
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  That's what we need to be doing.
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  Not just the fact that we made food, but the fact they're actually giving it to people who
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  wanna eat it.
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  Right.
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  Right.
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  So how do you build a strong sales pipeline?
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  You're saying, okay.
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  I gotta do 5 revenue producing activities a day, and you're saying not necessarily social
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  media.
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  But then how what do you need to be doing to fill up your CRM?
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  Like, how are you building that sales pipeline?
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  What well, first, a strong pipeline is a is a relative turn.
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  If you're closing at 50% of your business, You only need 2 x in your pipeline of what your
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  goal is.
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  So you don't need a thousand people in your pipeline.
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  I mean, had to I can't nurture a thousand people.
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  I can send a thousand people and email this letter.
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  Bet in, that's okay.
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  Right?
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  But at some point, you've gotta turn that down.
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  Into those revenue producing activities.
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  So how do we keep them warm?
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  That's a better question than a pipeline because we wanna keep them warm.
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  We wanna keep them interested We wanna let them know that if we are taking customers, here's
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  how to get in touch with me so that they can see if they wanna work with us, if they wanna
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  buy from us, but really Our goal is to keep a whole bunch of people on the bench, but not
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  hot, ready to work with you when you don't have any capacity to serve that.
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  You wanna keep enough pipeline that it is enough to cover what you need and maybe a
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  little bit more because even if I believe that I can close it 50%, That doesn't always happen.
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  So it's great to have
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  a little bit more, but not a whole bunch more.
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  Yeah.
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  I I agree with you.
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  There is a strategy of having 30 customers versus having a 100.
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  Right?
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  I mean, that totally makes sense.
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  Now I know one of the things that you teach and that you coach people around is to to do
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  service over sales.
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  And and how does that make money in today's high-tech world?
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  Yeah.
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  Well,
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  you know, service is more important than ever.
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  Service means that you're actually useful that you're providing something of value to your
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  prospects and your customers.
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  Value, it means progress.
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  Right?
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  We hear a lot, oh, be of value.
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  To your customer.
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  What what does that mean?
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  It means progress.
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  Right?
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  Progress towards their goals.
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  So if you wanna serve your customers, You need to help them progress towards their goal.
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  So it starts with finding out why are they working with you?
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  What do they wanna accomplish?
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  And then you work towards that, and that's being of service.
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  Because we're sitting on the same side, Melinda.
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  I wanna help you solve your problems.
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  Right?
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  I wanna help you solve your problems.
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  I'm not trying to sell you anything.
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  And that's how if I'm solving problems, well, now I'm being of service.
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  And that's the whole key there.
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  Then you know, then the sales just happens.
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  So how can you build a culture of service, though, in your business?
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  Well, so if you're a business owner, first of all, you need to go first.
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  Right?
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  We know that, you know, fish think from the head down, but also the speed of the team is
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  the speed of the leader.
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  So go first.
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  If you're a leader, you're the owner, go first.
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  Be of service first to your employees.
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  We know that happy employees give better service because they're happier.
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  They love who they're working with.
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  They love what they're working for, and they love who they're serving.
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  That's important.
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  Employees who know that you have them at the heart of your business will first put each
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  other first and then your customers will come next.
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  But if they're not putting each other first, it's really hard to have a culture of service
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  because there's misalignment there.
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  It doesn't work.
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  So start serving your employees have your employees serve each other, and then
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  ultimately, they serve your customers.
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  I love that, Phil.
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  That is such sage good advice.
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  I mean, like, if I have heard some tweetable today, it is that.
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  Now tell us last question, Phil, What is the best business advice that you've ever been
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  given?
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  So the best business advice I got was many years ago.
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  My buddy, Steve Farber.
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  He's an author that he wrote love is just damn good business.
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  He's written some other great books, but Farber said to me after a speech once, he said, be
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  more you.
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  And I said, Steve, what does that mean?
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  He said, listen.
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  You're you, man.
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  People want you.
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  They don't want you to pretend to be anybody else.
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  They want you to be more you.
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  And with that, I added into that, be more frequent.
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  So I'll show up as myself by listening to Farber and then I take my fillism there and I
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  say be more frequent.
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  Do that more often as often as I can.
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  Sometimes it's hard because we're not exactly sure what the heck that means, but the journey
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  discovering yourself and the journey to being more you as a journey worth taking.
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  So be more you.
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  I love that.
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  I love that.
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  Thank you so much, Phil.
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  You have been such a breath of fresh air.
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  And this advice has been tight and right.
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  So I appreciate you.
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  And if you wanna learn more about social selling and all the great things that Phil
• 15:06
  teaches head over to feel gerbershack.com.
• 15:10
  Thank you all for joining me for this episode of the small bitch chat podcast.
• 15:14
  If you're ready to accelerate your business, I'm relaunching my twelve piece of running with
• 15:21
  business master class this may.
• 15:24
  Give me 12 weeks, and I'll turn around your business and remove chaos from your life.
• 15:29
  If you want more information, classes start 1st week of May, head over to small biz lady
• 15:35
  university, dotcom and check us out.
• 15:39
  The mission of the small biz chat podcast is to end small business failure My name is Melinda
• 15:45
  Emerson, the small biz lady, and I wanna lead you with this.
• 15:48
  You never lose in business.
• 15:50
  Either you win or you learn.
• 15:52
  God bless everybody.
• 15:57
  Hey there.
• 15:58
  Have you been sitting at your desk daydreaming about starting your dream business But don't
• 16:03
  know what to start.
• 16:04
  Well, honey, I've got just what you need.
• 16:07
  My become your own boss online course is coming back this June.
• 16:12
  Starting June 20th, I'm gonna be teaching live my 10 week online course how to become your own
• 16:18
  boss.
• 16:19
  If you are ready to start your dream business, you need this course.
• 16:22
  I'm gonna give you everything you need to start and run and stay in business.
• 16:28
  Alright.
• 16:29
  Register today.
• 16:35
  Thanks for listening to the podcast and join us next Wednesday for more fantastic information
• 16:46
  and interviews.
• 16:47
  You can find more sources and small business success strategies by visiting Melinda's
• 16:52
  website succeed as your own boss dot com.
• 16:55
  Thanks again for listening, and we'll see you next week.